Graphic: Wo Tang Technology Co., Ltd. General manager Xiu Xujun

Wo Tang Technology Co., Ltd. General manager Xiu Xujun (Sina Science and Technology Han Lian/photo) May 2011 from 10 to 11th by the consultation sponsored by the third China Clothing Electric Business Summit held in Hangzhou, Sina Science and Technology live broadcast the conference.　　The picture is Xiu Xujun, general manager of Wo Tang Technology Co., Ltd. Hello everyone, I am Xiu Xujun technology, Zhang always although time out, but I also want to thank him, he said that although the user experience, but ultimately, the user Service.　　I am talking about it service, with Zhang always in the same vein, although he took a little time, but he still serve us. I want to talk about three, first of all, the category, after-sales service everyone is very clear, especially this year is the quality of Taobao, but the customer service in the end what kind of content, including what content? First, any content that improves customer satisfaction can be called customer service. The second is who the client is and may not have bought our stuff, he might be our client and he might one day buy us something.　　Is that everything for us to meet the needs of the place can call our customers. I am from the use of this product cycle, life cycle to consider, that is, the use of goods in the cycle, that is, we usually say that the narrow sense of shopping is from customers to buy our goods, to the end of this product life at this stage customer service stage, such as satisfaction survey, return, training, maintenance, Take this as a customer service. In fact, we should know the customer of the product before the customer gets the product or the customer doesn't know the product exists.　　For example, market research, product design, in your product design when the customer must not know this product. Another is from the buyer's point of view and from the seller point of view, the customer service is not the same knowledge. Especially for the garment industry, the buyer felt that should be seen that the proceeds, in the absence of goods before the buyer did not see the goods, this time the seller to do is to the goods the most authentic information available to the buyer, rather than using exaggerated methods to show our products. So the buyer wants what I see and what I get.　　There is also a good user experience, that is, he came to the store, even if not shopping is also very happy, this is his user experience. Morning every guest Zhang always said, now every guest not only has every guest website, also has the V, also has launched the handset client's application, the handset client is also now compares the new user experience, moreover this kind of user experience is not only facilitates everybody shopping, moreover is puts this kind of amusement and the play mentality to instill to the customer and the player.　　Sellers in addition to doing some user experience on the improvement, but also to the management of the service, order Processing, delivery and so on. A guest in front of the United States, we may listen to the name does not know, but in 09, Amazon bought a company, is the firm, this is the company's CEO said, he is a Chinese-American, called Hsieh, he said: "To build a brand through customer service." It's a simple saying, actually.The words are quite serious. How did they do that?　　Of course, when the enterprise does E-commerce, they will spend a lot of money on advertising, promotion, but as they become more well-known, they spend the money on customer service and customer experience.　　There is a split silk, their daily flow of 50% from the user direct landing, from this data can see their contact with customers more thoughtful or appropriate. There is a lot of analysis of the impact of customer satisfaction, including the site design, search, product browsing, product information description, price, service, website performance, you can see, in the importance of this indicator, integrated services far beyond other factors.　　From here you can see the importance of customer service. Today my topic is called using it to play customer service. There are four problems in this, is that you know the customer? Is your customer satisfied? How do we get new customers? How we maintain our old customers. Each seller may have its own method or means to solve, but whether there is a system of their own methodology to solve these problems, I think this it may be a good help.　　As we all know, the cost of acquiring a new cost is much higher than the cost of maintaining an old customer, while the maintenance of old customers can cost very little.　　Amazon's CEO said that Amazon is an IT company, Amazon after the United States and Czech company, it has its own set of services in the IT system, it has its own service tools, service methods are implemented by it. including Taobao on the seller has three core evaluation indicators, the first is the baby description is consistent, the second is the seller's attitude, the third is the speed of delivery. There are two things in it, the first is the product, the second is the service.　　Baby description is to truly describe their products, the latter two sellers of service attitude and delivery speed should have a system to support, rather than we shout slogans can shout out. Diagram) It is a means of customer service, but also customer service quality assurance, it is a carrier of the service system, like Amazon, he said I am an IT company, but who can say its service is not good?　　His service is excellent, and its service is based on the customer service system. Speaking of the importance of the front, it's role, our Tang software can help them to do?　　The first is the most common, we this software can help you solve the core problems, business processing, there may be several links are more important, the first is to take the order after processing, after the audit to the warehousing and logistics there angry, and then let customers get the goods, the last piece is the process of after-sale. (pictured) This looks like a core business process, in fact, there are a number of links need to control, which involves our service to do is thoughtful, that is, the customer service to our evaluation is good, is next to our links can be done, first of all two links are audited and after-sale, Audit first is the usual meaning of the customer, after sale actually also refers to the guest, if this link can be controlled, then first of all for customers, a good understanding of our overall image.　　Of course, customer service management can not only use management methods, need KPI system to support our management, such as performance, conversion rate, gram unit price, recovery rate and so on. The second link is warehousing logistics, which has a man pushing the goods, that is, warehousing logistics to do is good, including timely delivery rate, breakage rate, return rate, packaging quantity and so on, because this is a person to participate in, so it is effective and efficient is very important, but the light by people management He can not,　　People will have problems, and the system will be better. (pictured) There is also a link in the customer, it is actually our real core data, we get the order data contains data information, including customer characteristics, purchase records, purchase habits, affiliate marketing and so on.　　This can help you deal with it. The last few links to control the good, to pass a data mining process, the end will come to some conclusions, this conclusion to us how to help?　　Is the construction of customer service system, the service system established together with it, there will be very good customer service. I give a few examples, everyone's customers may be buyers, but our customers are sellers. I'll give you a mistake we made, in March this year to Taobao a relatively large sellers, they are made of toys, they have one day to do a good deal, in three hours to sell 5,000 pieces of goods, they took a measure, the order of the Courier is not their own printing, but to the express company to print this express single, Courier companies to ask them to the consignee's information, including provinces, counties, and more detailed information, this information their people to our programmers let us help them customize such a feature, turn this information out, make a form for them. Their personnel had omitted to say a full period, tell us to export their information to the Express company, and then found no county information, so no county information is likely this package can not be cast, that is, the lack of a county information, the results were sent 5,000 pieces of goods out, their boss found that we have a program problem, We spent half an hour to solve the problem, we spent the night with the express company communication to solve the problem, through a week of communication, the final delivery rate of 95%, I told their boss, if this matter has adverse consequences borne by us. This is also a bad event to restore, and finally ensure their credibility.　　That is, whoever caused this, but as long as we are involved, we will try our best to save it. Thank you.